Grove Collaborative Appoints Camp + King as Agency of Record

Announced today, Camp + King was selected by Grove Collaborative, the fastest-growing direct-to-consumer brand and retailer of natural home products in the U.S., as its agency of record after a competitive pitch process.

Grove’s mission is to lead the CPG industry to be a force for good, reimagining products that are healthy for both people and the planet. With this partnership, Camp + King will be responsible for accelerating growth and helping to make Grove a household brand that makes sustainable home essentials accessible to all families.

“We are excited to partner with Camp + King to help us harness our explosive growth from a niche DTC business to a national brand found in millions of households across the U.S.,” said Lili Tomovich, chief marketing officer at Grove Collaborative. “Camp + King stood out to us for its creativity and passion for Grove’s mission and overall business. The year 2021 will be a breakout year for Grove and we are thrilled to have Camp + King as our partner in this journey."

Grove Collaborative believes no one should have to choose between what is good for them and what’s good for the planet and aims to help every family create a home that reflects the best of themselves. Camp + King’s first project will be a fully integrated campaign that is expected to launch in mid 2021, which will help to uncover the missing link between people who say they’d prefer to use natural products and those who actually buy them.

“65% of people want to use more purpose-driven products, but only 26% of people actually do,” said Camp + King founder and CEO, Jamie King. “There is a huge, volumetric opportunity for Grove to close this gap with consumers and we look forward to helping Grove capitalise on this significant growth potential.”